Teaching Marketing for Better Cultural Projects’ Management

International audienceThe purpose of this paper is to give both an overview and a clarification about the actual and future challenges that have been changing the French university offer. It focuses on marketing and management training devoted to students earning master’s degrees while answering the following questions: Why are cultural professionals becoming more than ever attentive to training in marketing and management given at university? What new skills do they expect? How do students actually perceive marketing and management? And how can university training improve work outcomes and solve the problems faced by today’s cultural organizations? Through the illustrative example of the Book Trade, Information and Communications Department, the current constraints of the cultural sector, and the emerging skills required in management and marketing are identified. We examine how training offer can be adapted to carry out efficiently marketing and management training and better meet its target “markets”